How to define a target audience -

• Demographics (social class, economic power)
• Gender
• Age
• Education
• Research into sub cultures (social and cultural consumption)
• YouTube, MTV, Rock pack, smart phone/tablet
• Do they play games? How do they play them (xbox, playstation, smartphone, pc)
• Do they buy CD's? Vinyl? Download?
• Do they watch films? DVD's? Netflix? LoveFilm? Download?
• Do they go clubbing? Watch football? Shop online or in shops etc.
• Geographic location
• Do they drink? What do they drink?
• Do they have healthy lifestyles? Unhealthy lifestyles?

This list of items which define a target audience will help when it comes to appealing to the age group, and types of people which I want to with the use of the music video and digipak. Giving the audience what they want, and how they want it will be a large part of making the music video and album covers (etc) become popular, and also available to a large amount of audiences, instead of the odd few that stroll across the video on youtube/google.